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Visit Las Cruces reports stronger event pipeline, $2.8M lodgers-tax revenue in FY24
Summary
Visit Las Cruces Executive Director Rochelle Miller Hernandez told the council on May 12 that VLC’s FY24 lodgers‑tax revenue was $2,800,000 and that the office is expanding marketing, multilingual materials and event support to grow visitation and overnight stays.
Visit Las Cruces Executive Director Rochelle Miller Hernandez presented the tourism office’s annual update to the Las Cruces City Council work session on May 12, saying the organization is funded primarily by the city’s 5% lodgers tax and reported $2,800,000 in lodgers-tax revenue in fiscal year 2024.
The report matters because tourism is a major local economic driver: Visit Las Cruces cited a county-level visitor spending estimate of roughly $521,000,000 from the New Mexico Tourism Department’s fiscal 2023 impact report and said tourism supports about 8.4% of jobs in Dona Ana County.
Hernandez described the Visit Las Cruces (VLC) staff and advisory board, and reviewed program priorities including sales, events, marketing and outdoor recreation. “Visit Las Cruces, a key program of the city of Las Cruces, your gateway to Southern New Mexico’s premier destination,” she said. She told councilors the office is funded “solely by lodgers tax with the exception of a couple…
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